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Why video testimonials are so important to profitability

By Marcus Seeger
22 April 2015 | 5 minute read
marcus seegar

While written testimonials have worked well in the past, there is now much scepticism surrounding them.

By stepping up to video testimonials you are able to bring a new level of authenticity and trust to your business, which in turn brings new opportunities and additional sales.

Video testimonials are a powerful affirmation of your business. When a potential customer watches a video of someone “just like them” who is endorsing your product or service, they are far more likely to buy from your company rather than the competition.

You might initially think a testimonial is simply one of your customers saying how fantastic your business is. However, you can be far more strategic than this. The most effective approach is to tackle your potential customer’s barriers of sale. What is a barrier of sale, you may ask? It is simply an objection that, if not overcome, will prevent a sale from proceeding. Here are the three most common barriers of sale.

  1. Price: “It’s too expensive.”
  2. Time: “It’s going to take too long.”
  3. Trust: “Does it work and live up to its claims?”

Your potential customer usually has some or all of these reasons why not to buy from you. Once these issues have been resolved and there aren’t any further objections, your customer is clear to proceed with their purchase.

The good news is that video testimonials are ideal for dissolving these barriers of sale. Imagine that you can share a video featuring a customer who initially had doubts but, with the benefit of hindsight, is now positively reviewing your business. This is gold. A customer testimonial is far more effective than you talking about your business.

To get the best outcomes from your video testimonials, you need to marry together one of the barriers of sale to a customer and focus their testimonial around that one objection. When you have built a library of video testimonials, where each one is addressing a specific objection, you then have a very powerful sales and marketing tool at your disposal.

It is possible that all three of the above barriers could get in the way of a new sale. Let’s explore how you can tailor a video testimonial to each objection.

The first is price. The initial step is to find one of your customers who was concerned about costs, but now that they are benefiting from living in their completed home have changed their opinion about the price.

The essence of this testimonial would be around value for money. A short version would sound like this:

When I first heard how much it would cost for the home we wanted, I initially was very reluctant to commit. However, now that I have seen the attention to detail and the quality of the design and materials, I can honestly say that the value I see in my new home is phenomenal and far surpasses the price.

So, you see how simple it is to negate a barrier of sale with a video testimonial? In this case, if any potential customers who are price sensitive watch this testimonial, they will think that maybe the property isn’t so expensive after all.

The second objection is time. It is very powerful to create a testimonial with a customer who initially had this thought. Now they have seen how quickly you actually delivered on your promises to complete the sale, they have a completely different perspective to share.

The third barrier is trust. “Can I be sure that XYZ agent is going to do what they say they will do?” Simply find a buyer who had these initial thoughts and focus the testimonial on reliability and honesty in order to counter this objection.

Keep in mind that you can’t tell your customers exactly what to say. It is very important to maintain authenticity, otherwise the video will come across as fake and do more harm than good. By being strategic with this simple formula, you will achieve a far better ROI than simply asking customers to say a few words about your business. 

When used correctly, video testimonials have a positive impact on attracting customers and generating sales. They are still a relatively untapped strategy and have significant potential to grow your business, no matter how big or small.


Marcus Seeger

Marcus Seeger

Marcus Seeger is the #1 Amazon bestselling author of Video Marketing for Profit; 14 Proven Strategies for Accelerated Business Growth. Marcus is managing director of video marketing and production agency Video Experts. Information about Marcus's book and video marketing podcast can be found at www.videomarketingforprofit.com.au. The book is available online and in all good book stores. For free video marketing training that will help you grow your business to the next level, visit www.videoexperts.com.au/blog.

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